Best Free Online Marketing Guide For Online Entrepreneur

The ClickZ Marketing Masters podcast is returning for its second season! Starting from Tuesday 4 th October, you can tune in to a weekly episode breaking down the issues keeping marketing leaders up at night. The podcast is available on our website and wherever you get your podcasts, including Apple , Spotify , Google , and Amazon . The second season brings you conversations with marketing leaders from some of the world’s biggest brands, including Snapchat, Wells Fargo, Mastercard, and several others. The first episode in season two sees us speak with Franklin Parrish, Senior Director of Brand, Marketing, and Creative Services at Kaiser Permanente Mid-Atlantic. We discuss the power of storytelling. Franklin offers a wonderful framework for how storytelling can be used as a tool for strategic planning.   Marketing Masters season two: The topics From in-house to agency, from B2B to B2C, and from CMO to Director, the Marketing Masters podcast brings you diverse knowledge, exper...

Many brands struggle to give their teams the creative freedom to innovate. They may turn to third-party media and branding agencies that focus solely on delivering exceptional advertising and media campaigns. The in-house agency model is much rarer but offers true creative control. TripAdvisor has brought the agency model in-house with its new creative studio, Wanderlab. Wanderlab is built to overcome blockers to innovation and to create end-to-end brand strategies for its partner destinations. It gives Wanderlab’s team the independence they need to flourish, whilst supporting their work through first-party data and strategic insights. Rachel Vardon, EMEA Lead at Wanderlab, describes the journey TripAdvisor has been on to create its in-house studio, and how it is putting TripAdvisor’s creative agency on the map. How TripAdvisor’s in-house agency is incubating innovation Why an in-house agency adds value to customers Creating an in-house digital agency is far from straightforwa...

30-second summary: For the past twenty years, the potential of marketing technology has captured the attention of marketers. Instead, it has continuously under-delivered and complicated an already competitive environment. Peter Prodromou, President and Founder of Boathouse, provides four ways for marketers to transform their approach to marketing technology. With millions of dollars sunk into technology investments and turf wars between CMOs and CTOs, Prodromou offers practical advice ranging from technology implementation to regular content audits. Around 20 years ago, marketers started to become increasingly enamored with the promise of marketing automation and technology solutions to drive sales and growth. From its earliest stages, these solutions promised to revolutionize the way organizations could formulate and manage campaigns, track relationships, and drive new business acquisitions. In a profession constantly seeking to illustrate tangible and measurable value creatio...

Duo, the instantly recognizable mascot for Duolingo, is everywhere. From push notifications to TikTok , the green owl is constantly bugging users to use the app in increasingly creative ways. Now, the owl has flown to the Metaverse. With a brand that lends itself to game-based, community-oriented platforms, the metaverse was the perfect destination for Duolingo’s tenth birthday, and it partnered with Media.MonksDuolingo to bring it to life. Duolingo has achieved ‘meme’ status in online channels. It took advantage of the brand love it receives in digital communities to make a metaverse offering that embraced Web 3.0 fundamentals. The Duolingo Game Hub received 9M+ visits in just a few weeks and players spent 41 million minutes playing language learning games. James Kuczynski, Creative Director of Brand and Marketing at Duolingo, shares the three pillars Duolingo put in place to ensure its metaverse launch was impactful: Allow its community to co-create Duolingo’s metaverse offering...

30-second summary: Marketers are faced with massive amounts of information. AI/ML tools are the key to unlocking insights from a snowballing avalanche of data. We interview David Edelman, Harvard Business School Professor and AI marketing expert to understand how marketers can harness the power of AI. Edelman advises on topics including navigating the growing landscape of AI tools, attribution, and post-cookie personalization. The sheer amount of information you need to personalize, optimize, and eventually automate marketing communications is becoming too massive. And yet, in that massiveness lies the granularity to understanding the variability that enables personalization for each consumer. Hiring more data scientists that can wrestle with the snowballing avalanche of data is an unsustainable arms race. The key to unlocking it is AI. You cannot wade through this unending pool of data unless you have the support of AI/ML tools. We interviewed David Edelman, Former Fortune 5...

The last few years have been unique and challenging for businesses of all kinds. The pandemic, global events like the Suez canal blockage, and political instability created unprecedented difficulties and dramatic responses from politicians and business leaders alike. These strained fragile supply chains, disrupted workflows and generally wreaked havoc on the business world which trickles down to sales and marketing. The worst part is that economic struggles like inflation persist. A recent second straight quarter of decline in GDP also brought up the question of whether the U.S. is on the cusp of (or has already entered) recession territory. With so many concerns in the past, present, and future, many businesses have looked for ways to cut costs and trim budgets. One common way to do so has been revamping service lines. Revamping service lines The creation of service lines is a popular approach to organizational structure. This decentralized hierarchy is horizontally aligned . It a...

30-second summary: Build a coalition of key influencers like the CEO, CFO, CIO, board, or P/E leadership to support your approach and respect the future changes that come from it. Marketing attribution solutions are hard to understand but you don’t need to understand how to build one to find the right one for your business. You should deeply understand your company’s business goals, priorities, in-house skillsets, and existing customer tracking and data sets before getting started. Being able to articulate how better attribution insights will enable you to make specific future decisions is important. Marketing attribution is fraught with jargon that makes it tricky to research and understand what solutions your company needs. Let’s cut through the noise. Here are four steps to finding a respected marketing attribution solution that fits your company’s measurement needs and budget. Let’s get started! Step 1: Create a coalition of supporters Harvard Business School professo...

In 2019, Honda became the first car brand to launch a branded gaming channel on Twitch . Its Twitch channels have built on the popularity of its models such as the Civic, the number one ranked car with Millennials and Gen Z since 2011. Earlier this year, the brand re-imagined its Twitch channel, launching the Honda DreamLab . In June, Honda entered the metaverse by launching the ‘Hondaverse’ on Twitch. Honda streamed the launch across three episodes, racking up approximately 2.5 million views. Among Millennial and Gen Z gamers Honda saw statistically significant lifts in three key areas: Familiarity: +8% Favorability: +10% Consideration: +12% We spoke with Phil Hruska, Media Department Head at Honda, and Acura, to learn how the car brand harnessed the power of Twitch to dream up its metaverse launch. Honda’s Metaverse world: The Hondaverse Measuring metaverse success As the phrase goes, Rome was not built in a day. Although Honda’s long-term goal for the metaverse is to in...

Much has been written about the limited tenure of CMOs, averaging 40 months with the median at 26 months. According to Boathouse , only 4% of CEO’s view their CMO as the most trusted member of their team. Moreover, only 8% view them as the most valuable member of their team with CFOs at 34% and COOs at 35%. Yet in the same breath, 47% of CEOs say that the CMO is critical to grow the business. These embarrassing numbers tell us CMOs need to do more to become trusted and valuable to their CEO, as well as to be in consideration to become a CEO. There also needs to be a discussion about what CEOs need to do to get the best out of their CMOs. Having been both a CMO with responsibility for some of the world’s most iconic and recognized brands including Dove, KFC and Taco Bell, and the great privilege to be the CEO of Yum Brands, I want to share my observations and personal experiences about the causes of this misalignment, and provide five points for CMOs looking to demonstrate their...